WWE Reportedly Planning To Continue Counter-Programming AEW Events – The battle between WWE and AEW is showing no signs of slowing down, with both promotions continuing to clash over event scheduling. The latest chapter came when AEW announced that its All Out pay-per-view would move to an afternoon start time of 3 p.m. EST to avoid running directly against WWE’s upcoming Wrestlepalooza premium live event on September 20.
According to Bryan Alvarez on Wrestling Observer Live, sources within WWE have made it clear that this type of counter-programming will remain part of the company’s strategy. Alvarez explained, “I’ve pretty much been told this from people in WWE, it’s like, that’s it. They’re gonna go after them and they’re gonna keep it up.”
Alvarez added that WWE could eventually take things a step further by shifting its own show start times if AEW continues to adjust its scheduling. “I don’t think it’s going to happen for this show. The day is gonna come where WWE counterprograms, AEW moves a show, and then WWE moves their show. It’s gonna happen at some point. They’re gonna screw with [Tony Khan] because now they know this guy’s gonna blink, he’s gonna move his show,” Alvarez predicted.
This marks the first time in history that a main roster WWE premium live event will directly compete with an AEW pay-per-view. However, it’s not the first time WWE has gone after AEW’s calendar. Throughout 2025, WWE has routinely scheduled NXT premium live events on the same day as AEW pay-per-views, forcing fans to choose between the two brands.
With Wrestlepalooza and All Out both taking place on the same day, albeit at different times, fans are already buzzing about how the two promotions will measure up. If Alvarez’s report proves accurate, the scheduling war could intensify further in the months ahead.
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WWE Reportedly Planning To Continue Counter-Programming AEW Events
